Andrew Bimson of Sportradar pointed out that the US industry was forced to import a great deal of products from other countries. People justified their failure to develop new talent by citing the need to keep up with states’ rapid legalization of sports betting.
It is now time to fundamentally reconsider how online and sports betting in the US is growing, and how it recruits new talent.
Wondr nation, and its President and Chief Executive Officer Anika H. Howard are a great example of an American company that didn’t take something from another country and adapt it for the US. It is a unique tribal endeavor, not only an American one. The company is the online gambling arm of the Mashantucket Pequot tribe. Howard believes that diversity and inclusion are essential for the success of a business.
Gaming must rethink its diversity position
Howard told SBC Americas: “I think that my problem with the diversity is that we say there’s a issue with diversity.” To be honest, her competitors, as well as US businesses in general think that diversity, equity and inclusion are not crucial to the survival of a business.
I think that some of the problem is in how it’s presented. It’s not a problem you have to solve or a quota you must meet. Instead, it is framed as a checkbox managers feel they are obliged to complete. “If you flip the coin and consider the things which will make your company more competitive, the things which will differentiate you, diversity, you find at the top.”
Howard was chosen to lead the project because of this paradigm shift in how diversity is perceived.
“I believe that at the core of our business, we came into this industry because there was a need and an opportunity to highlight more diverse voices, bring in different perspectives and do things differently. Howard said, “I think our core identity has a lot to do with bringing a unique and authentic voice to the marketplace.”
Mashantucket Pequot has a long history of success in brick and mortar casinos with Foxwoods Resort casino. However, like many other tribal casinos, the online gambling industry seemed to develop independently of tribes.
“As we went through the hiring and recruitment process, they wanted someone who had the expertise in marketing to join the organization. Foxwoods, and in particular the Mashantucket Pequot Tribe have always been ahead of the curve when it comes to technology. But they wanted to find someone who could help bring this vision to life and have a vision big enough and bright to rally the tribe, the tribal council, and all the key players behind. This was important. After the pandemic, many organizations and tribes were no exception. They needed to diversify their business beyond pure gaming. We also need to find a way for the tribe to be an active player in this market.”
The issue of developing new talent for gaming is a major one
Since the pandemic, Connecticut legalized online casino gaming as well as sports betting. Wondr Nation has continued to grow and expand. Many companies are now on the hunt for new talent.
Howard pointed out that some of these issues stem from the expectations of the hiring companies and their insistence on candidates with prior experience. This has created a Catch-22 situation which prevents them from getting in.
“You get into a circle where you want to break through, but don’t have experience. But you can’t gain experience. So a lot of the work we do with Wondr Nation is creating development programs.”
Howard highlighted Wondr Nation’s two programs that allow interested applicants to not only gain that important experience, but also earn college credit. The company’s apprenticeship program allows people who have not completed a degree in college to earn college credit through a program that stacks certificates.
A program for associates allows anyone with an interest in gaming to become a generalist and learn about all the verticals, while building a portfolio.
It is something that strong>GeoComply’s Lindsay Slader/strong> echoed in her discussion of talent acquisition. GeoComply’s Lindsay Slader also echoed‘s discussion on talent acquisition.
“One of the amazing ladies who leads our loyalty program came from the credit cards industry. When you say you can’t hire people, it’s because you aren’t willing to put in the time or effort.
Operators in particular are eager to distinguish their technology from the competition. With competition comes the necessity to build loyalty within your workforce. Howard said that an inclusive workforce produces better products and more innovation. It also makes employees feel included and wanted, especially the younger members of the workforce, like Generation Z.
“Now, companies and talented people will not come into the organization if it does not align with their values. “They won’t stay in places where don’t they feel included and seen, which then becomes a turnover problem,” she said.
Online gambling regulators take steps to improve DEI
In spite of all the benefits that diversity can bring, some changes are actually brought about involuntarily. Massachusetts and Maryland have added diversity requirements to their regulations, not just when it comes time to hire but also when it’s time to spend on vendors and suppliers. Howard admitted that the push for diversity wasn’t perfect, but was better than nothing.
These regulations are absolutely important.
It is also important to consider how these regulations will be enforced. Howard said that regulators cannot just set standards and expect companies to comply without guidance.
It requires engaging with diverse community members, a better understanding their needs and concerns, and building strong relationships between the industry and these communities.
Howard gave the example of a Supplier Diversity Symposium hosted by her former employer, Caesars as an excellent example of what industry can do to encourage more minorities to become suppliers. It is important to educate yourself about the industry, especially given the high entry barrier. Howard says that the licensing process is often a surprise to many companies.
They have no clue about gaming. ” “There are so many tech companies who come to us with amazing things, but they don’t know anything about gaming. They don’t know what they have to do. There is definitely a learning curve. “We can’t talk to you until these things are in place.”
The industry could also better meet the demand for diverse suppliers by guiding interested parties through the licensing process. But this will require time, money and effort from those who are willing to invest.
As we enter the next five-years of online sports betting it’s time for companies not to be reactionary, but to start rethinking their approach to diversity and how they can use it to improve their offerings, and not simply check a box.
